Online from: 1973
Subject Area: Industry and Public Sector Management
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|Title:||CSR-labelled products in retailers' assortment: A comparative study of British and Spanish retailers|
|Author(s):||Isabel Carrero, (Department of Marketing, Universidad Pontificia Comillas, Madrid, Spain), Carmen Valor, (Department of Marketing, Universidad Pontificia Comillas, Madrid, Spain)|
|Citation:||Isabel Carrero, Carmen Valor, (2012) "CSR-labelled products in retailers' assortment: A comparative study of British and Spanish retailers", International Journal of Retail & Distribution Management, Vol. 40 Iss: 8, pp.629 - 652|
|Keywords:||Assortment, Corporate social responsibility, Grocery retail, Labelling, Private brands, Social responsibility, Spain, United Kingdom|
|Article type:||Research paper|
|DOI:||10.1108/09590551211245425 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – This paper aims to analyse the responsible offer of mainstream retailers. By focusing on corporate social responsibility (CSR) labelled grocery goods, it aims to study whether consumers are able to make an ethical shopping basket, to create an inventory of CSR labels, and to evaluate the quality of the information conveyed through CSR labels.
Design/methodology/approach – Structured observation (audit) was used. Using a template to homogenise data collection, information was recorded for 15 products in eight mainstream retailers in two countries (UK and Spain). Data of 874 products were obtained (548 different brands).
Findings – Differences are found across product categories, retailers, type of brands and countries. Private brands are taking the lead in the creation of responsible assortments as well as in the quality of the information provided to consumers.
Research limitations/implications – Given the exploratory nature of this paper, a research agenda is built suggesting future avenues of work to further understand the configuration and outcomes of the responsible assortment.
Originality/value – This paper fills a gap in the literature, since the issue of responsible assortment has received limited attention, despite its importance as a key pillar of the corporate social responsibility strategy of retailers. It examines comprehensively the size and share of CSR-labelled grocery goods.
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